On to my point. Kay is the biggest villain when it comes to evil advertising among fine jewelers. Just as I wrote that I remembered some of the heinous "he went to Jared" commercials and shuddered. They are ONE of the biggest villains in evil fine jewelry advertising.
Last year, I saw the commercial below. Note how, at the beginning, there's an overdrawn sense of suspense. The first time you view this commercial it is possible, in the first few seconds, to be entertained. You figure there's a punchline here somewhere, and with all the over-the-top creepy camp it had better be good.
No punchline. These people are taking themselves W-A-Y too seriously. This commercial is supposed to be romantic, I think. But, creepy stalker boyfriend is NOT romantic, despite popular misconceptions.
Bottom line: be careful how you execute. Romantic getaway in the mountains, storm raging outside while two people cuddle together sounds like a good premise for a